Category: Marketing

A New Chapter

Clairemont InternBlog, Marketing, The Clairemont Team, , , , , , , ,

Last summer, after months of confinement, isolation, and Zoom frustrations, I hit that dark day. Disconnected and despondent, I was uncertain of the world’s future and my own. 

But then, a social media post took me to an unlikely place: the banks of the Seine, where I watched models float by on a barge while dressed in Balmain’s latest fashion line. I couldn’t stop smiling. Watching clips of the event on repeat, I realized the exhibition was a bold celebration in the face of last year’s adversity. “Balmain Sur Seine” was more than a publicity stunt powered by a social media campaign: it was joy and hope.

The moment captures so much of what I envision for my career as an advertising creative. A career I hope to launch with the MSc in Fashion, Design and Luxury Management program at the Grenoble École de Management in Paris, France. Hosting the fashion show on the water was innovative and beautiful, but the exhibition was also the first to be streamed on the social media platform TikTok. It was a groundbreaking venture in new media and connectivity –– connectivity that moves beyond physical borders and the limitations of a pandemic to reach global audiences. 

As new media continues to integrate perspectives from around the world, a multicultural learning environment is crucial. To create innovative campaigns like “Balmain Sur Seine,” I must leave the United States’ social bubble and cross new borders myself. This program will provide me with that multicultural integration along with the solid foundation of industry skills and professional experience that I need. 

I’ve always been intrigued by how words can be leveraged to connect with people. This fascination led me to study media and journalism at the University of North Carolina at Chapel Hill. While studying abroad in 2019, I interned for the Paris-based journalism agency Worldcrunch. I translated articles from Le Monde and Les Echos into English, developed social media content and even wrote stories of my own. This experience helped me realize that rather than being a reporter on trends, I want to use storytelling to cultivate brand culture. This epiphany was a revelation of how I envision a meaningful career: one that influences taste and creates tangible impact.

With that fresh perspective, I redirected my career goals to advertising and public relations by exploring courses in marketing and joining Clairemont Communications in Raleigh, NC as a marketing and public relations intern. Over the past ten months, I’ve had the opportunity to work with clients big and small, develop social media strategy, compile coverage reports, attend press events, assemble media lists, pitch news outlets, edit videos, write blog posts and so much more. 

In addition, I’ve gained valuable soft skills in time management, problem-solving, collaboration, effective communication and leadership. I’ve experienced both the joys and challenges of working in PR, which gives me an incredible head start in the marketing world as I embark on my next adventure. I’m forever grateful.

While I have built a solid foundation in media through my studies and professional experiences, I know enough now to realize what I have yet to learn and what I could accomplish by continuing my education. The MSc in Fashion, Design, and Luxury Management program at Grenoble École de Management would supply me with the industry knowledge and marketing fundamentals that I require to continue my career. My dream career is to be an in-house copywriter for a luxury fashion brand. This degree would supply me with the industry knowledge, marketing essentials and cultural immersion that are critical for success in the luxury industry.

Earlier this month, I graduated with distinction from the University of North Carolina at Chapel Hill with a B.A. in Media and Journalism. Earning my degree not only marks the end of my time at UNC-Chapel Hill, but it also signals the end of my time as an intern at Clairemont Communications. While I’m excited to start this next chapter, I am sad to leave the Clairemont Team. Through their leadership and guidance, I have grown as both a professional and a person.

From the bottom of my heart, THANK YOU. 

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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5 Resources for marketing campaigns

Clairemont InternBlog, Marketing, Public Relations, , ,

Photo credit: Pexels

Do you want to launch a marketing campaign but aren’t sure where to start? Clairemont knows a thing or two about successful campaign strategy. 

The first step in developing a strong marketing campaign is crafting a compelling story viewpoint and distinctive theme. Check out some of the resources we’ve provided to guide your campaign development.

The down-to-earth, people-centric approach

Use the Enneagram: Including a dash of personality in your marketing can be an effective strategy to relate to your target audience. One way to achieve this is to work insight from the Enneagram test into your marketing. 

Take a Page from Toyota’s Playbook: Toyota’s Super Bowl ad, “Swimming Upstream,” told the story of Jessica Long, a U.S. Paralympic swimmer. The ad’s strong, person-centric storytelling forged an emotional connection between the brand and its audience, leaving a lasting impression. 

The bold and attention-grabbing approach

Be Conscious of Color: One surefire way to make your marketing stand out is by selecting a bold theme. This can be as simple as choosing attention-grabbing colors in designs, backed by our research tying psychology to color used in marketing campaigns.

Don’t Be Afraid to Be Different: When Disney had to close all parks due to the COVID-19 pandemic, the company completely rewrote its playbook. By reallocating its focus towards creating digital content for Disney Plus and shopDisney, the company found success outside of its normal playing field. 

The humorous, relatable approach 

Harness the Power of Ha-Has: The way to many consumers’ hearts is through their funny bones. Effectively using humor in marketing can make a brand seem more approachable and showcase a one-of-a-kind personality. (Extra Tip: Memes are a great social media tool to leverage humor and spotlight your brand’s relatable character.)

Are you still not sure where to start on a campaign? Contact us and let us craft a head-turning marketing strategy for your business.

By Clairemont intern Anne Claire Foreman, a senior at UNC-Chapel Hill. 

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Marketing: Why Work with a PR Firm

Clairemont InternBlog, Hiring a PR Firm, Marketing, , , , , ,

Marketing your business can be a daunting task, but it’s a crucial element to success in today’s world. Working with an agency is an efficient way to bring more to the table than just brand awareness. Businesses large and small can benefit in many ways by hiring an agency including:

1. Introducing Investors

Having a steady source of income is, obviously, the linchpin for a successful business, especially at its early stages. PR agencies can help to attract investors by demonstrating your credibility and producing strategies to target investors at the right time.

2. Creating a Rockstar Reputation

Reputation is a part of attracting new clients, investors and great employees. PR professionals help you refine your brand messaging and increase industry awareness, which ultimately generates new clients, coverage and talent. 

3. Maximizing Media 

PR agencies are masters at forging new connections, reigniting old ones and integrating digital media tactics, thanks to their built-in knowledge and strong relationships with media outlets. 

4. Increasing Productivity

Marketing, especially good marketing, is a lot of work. Hiring a PR agency can free up valuable time, energy and resources for you and your employees. Experienced PR pros can take the work off your plate so you can focus on growing your team and business. 

However, we understand that sometimes it’s not possible to immediately collaborate with an agency. We’ve put together a list of low-maintenance and cost-friendly marketing strategies that can jumpstart your business and brand, and make agency collaboration seamless down the line. 

  • Create a Google My Business account. This (free!) listing allows your business to show up on Google Maps, the local section of a Google Search and the right-side Knowledge Panel for branded searches. 
  • Post and engage regularly on social media. Increasing social media presence and engagement (Facebook, Instagram, LinkedIn, Twitter, TikTok) can build a community online and allows you to express your brand’s personality as well as build trust with your audience.
  • Start a blog. Blogging is still a great tool to make content a regular part of your marketing efforts. You can share your posts on social media and it’s an easy way to direct potential clients to your company site, increase user engagement, improve visibility and strengthen your overall SEO. 
  • Apply for awards. Applying for awards can generate buzz for your business and, if you win, boost credibility. 
  • Collaborate with others. Double your exposure and reach a new audience by collaborating with another business in-person (post-pandemic) or virtually. Teaming up can also mean placing business cards, flyers or brochures at your partner’s physical location or taking over/guest-starring on its social media account — get creative!

If you’re interested in learning more about the benefits of hiring a PR agency and what Clairemont Communications can do for you, drop us a line. We’d love to work with you!

Curious about more marketing resources? Check out our blog for some stellar social media tools.

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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Using Clubhouse in Business Strategy

Clairemont InternBlog, Marketing, ,

If you’ve checked the news over the past few weeks, you’ve probably seen the frenzy surrounding Clubhouse. Clubhouse is an invite-only iPhone App where individuals can host and join conversations. The app functions using only audio; there are no pictures or videos in the conversation rooms.

At its core, Clubhouse is a social media platform and a space for the exchange of thoughts and ideas. Unlike some other social platforms, Clubhouse isn’t dominated by influencers. Anyone can host a conversation room, gain followers and make an impact. 

Currently, initial Clubhouse invitees are only allowed to give out a few invites to the platform. This number is expected to increase as Clubhouse slowly accepts more users onto the platform. 

If Clubhouse continues on this similar path, the app will be a must-have for your business. In May 2020, the app had 1,500 users and was worth $100 million. As of February 2021, Clubhouse has skyrocketed to 2 million users with an estimated worth of $1 billion. 

Check out a few ways below that Clubhouse can boost your business. 

Grow your social media presence. 

While you can only interact with other users using audio, Clubhouse links your social media accounts in your user profile. Sharing your social media handles with other leaders in the industry is a great way to build a relevant follower base. This organic exposure can help your business maintain a stable presence and forge lasting relationships. 

Develop your business model. 

Some of the world’s most influential thought leaders are active on Clubhouse. Just the other week, Elon Musk hopped into a Clubhouse room to grill Robinhood CEO Vlad Tenev on the app’s recent role in the GameStop Wall Street debacle. The opportunity to hear from influential leaders in your industry also gives your business the chance to take notes, learn and improve your business model. 

Inside a Clubhouse conversation room.

The leaders of the conversations are found at the top of conversation rooms.

Flex your industry expertise.

Hosting a conversation room is a great way to show that you have a distinctive perspective, opinion or skillset to share with the industry. As a business owner, this can help you bolster brand legitimacy and promote your product. 

Use Clubhouse to showcase your industry expertise in a plethora of  different ways; talk about anything from your founding story to a niche market your business reaches or specific tips and tricks for tackling an industry challenge. Like most things in life, the more creative and imaginative you are, the more attention you’ll grab.

Foster relevant connections.

While you can certainly leverage Clubhouse to build your social following, you can also take this a step further to find people with particular skill sets that meet your business needs. 

An entrepreneur who recently wrote an article for Forbes Magazine about Clubhouse mentioned that he hired a new employee after connecting on Clubhouse. A lawyer using Clubhouse mentioned to the Social Media Examiner that she has gained upward of 20 new clients from hosting a Clubhouse meeting. Make the most of Clubhouse and use it as a platform to search for individuals with talent that can benefit your business. 

Are you interested in the digital space but want to grow your business through real-world connections, too? Check out our recent blog on strategies to build business connections. If you still don’t know where to start, contact us to plan Clubhouse strategy for your business today.

 By Clairemont intern Anne Claire Foreman, a senior at UNC-Chapel Hill.

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The Best Super Bowl Marketing and Why

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , ,

Photo credit: Pexels

While the Super Bowl looked different in many ways this year, the tradition of brands shelling out millions to vie for our attention with 30-second ads remained the same. 

From big-name celebrities to catchy jingles, there were lots of great marketing campaigns this year. Below we outline some of our favorites and share why they were effective from a marketing perspective. 

  1. “No Way, Norway!”
    This General Motors ad starred comedian Will Ferrell as a passionate electric vehicle driver. When Ferrell finds out that Norway greatly outproduces the United States in electric vehicle production, he is outraged. Ferrell plans to assemble a team to make a stand in Norway, except they all accidentally travel to the wrong Scandanavian countries. We liked this ad because it was lighthearted and comedic, but still clearly got the point across that GM is committing itself to produce more electric vehicles. Because electric cars are better for the environment, GM is showing that the brand cares about the future and is helping to invent a better tomorrow. 
  2. “Swimming Upstream”
    After a year full of trials and tribulations, Toyota’s ad addressed the hardships of life head-on. The ad told the life story of Jessica Long, a U.S. Paralympian and double leg amputee who was adopted from Russia as a child. The ad showed that while Jessica faced many struggles, she persisted and found success and happiness in life. We loved this ad because of its phenomenal storytelling. Storytelling is one of the best ways for marketers to connect with their audiences and leave a lasting impression. While you might not directly think of Toyota when you think of a brave Paralympian, this story of persistence perfectly ties into its tagline: “Let’s Go Places.” 
  3. “Alexa’s Body”
    This hilarious Amazon commercial followed along with an Amazon employee who came up with the idea to put Alexa technology into a humanlike body. The commercial takes a turn when she puts Alexa technology into actor Michael B. Jordan and can’t stop drooling over him in front of her husband. According to post-Super Bowl social media analysis, this commercial made the biggest splash. Amazon saw a 110 percent growth in social media activity and growth within 24 hours of the Super Bowl. The second-ranked company on the list, Paramount, only saw a 54 percent boost. This ad is a great example of how powerful humor can be in marketing if it is executed tastefully and strategically. 
  4. Budweiser’s CSR
    Instead of spending $5.5 million on a 30-second Super Bowl ad, Budweiser donated a commercial slot for coronavirus vaccine awareness efforts. While it was the first time in more than 30 years that fans didn’t get to see the iconic Budweiser Clydesdales on the big screen, the brand still gave viewers a glimpse of their adored horses via Twitter. On each commercial break, Budweiser tweeted out a video of the horses carrying a mystery item across rugged terrain and asked followers what they thought the item was. At the end of the game, Budweiser revealed that the Clydesdales were carrying a cooler full of beer (shocker!). We loved Budweiser’s marketing strategy for several reasons. First, by choosing to donate their Super Bowl advertising budget to coronavirus vaccination efforts, it shows its audience that corporate social responsibility is important to the brand. The campaign also harnessed the power of video by using stunning visuals to draw viewers in. If you’re interested in integrating video content into your marketing campaigns, check out our blog on strengthening video strategy. 

If you want to develop a marketing campaign but aren’t sure where to start, contact us! From planning to execution, we can help you along every step of the way. 

By Clairemont intern Anne Claire Foreman, a senior at UNC-Chapel Hill.

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